In the past, advertising campaigns could be successful by showing housewives achieving domestic bliss by using a certain brand of detergent. These days these kinds of campaigns won’t work - research even suggests that humans have evolved increasingly sophisticated mechanisms to detect manipulation and deception. With the internet having changed the game for marketers, how should organisations approach their customers? Dr Marie Taillard, assistant professor of marketing at ESCP Europe business school, believes one solution is in engaging, cultivating and collaborating with ‘defiant’ customers.
Neil Davey is the managing editor of MyCustomer. An experienced business journalist and editor, Neil has worked on a variety of newspapers, magazines and websites over the past 20 years, including Internet Works, CXO magazine and Business Management. He joined MyCustomer in 2007.